Faith-Based Business Decisions: Should You Sell on Etsy or Build Your Own Website?

The answer might surprise you – it's not about the platform at all.

So, which one is more important to start your faith-based handmade business? Is it better to start on Etsy or your own website?

If someone came up to you and said, "I've been praying to start a business. I believe in my heart God is leading me in this direction, and I want to start selling handmade hats that I make with my laser engraver." What would you tell them?

This is a big question for Christian entrepreneurs who are starting faith-based businesses, those who are thinking about starting, and those who have started but aren't seeing the results they hoped for. It's always a question of "to Etsy or not to Etsy," as I put it.

My hope is that by the end of this post, you'll understand that, honestly, it's less about the platform and more about the strategy.

The Hard Truth About All Platforms

Here's what I need you to understand: there are no guarantees, regardless of what platform you choose, whether it's Etsy, Amazon Handmade, eBay, or your own website. You're going to have to do the work to get traffic. You're going to have to do the work to build trust.

Even on Etsy, where there's a trust factor because people know the platform, if you're just starting without reviews, you still have to build trust so people will buy from your shop.

Before we dive into strategy (which is the real game-changer), let me break down the pros and cons of each approach.

Point One: The Case for Etsy

The Pros

Built-in Traffic: This is Etsy's biggest selling point. They have traffic already there. Etsy runs ads on radio, streaming platforms – I was on TikTok the other day and got an ad for Etsy! You have built-in traffic and a trust factor because most people, especially women here in the United States, have heard of Etsy or purchased something from there.

Easy Setup: Etsy really is plug and play. There's not a lot you can get lost in when setting up your shop. It's 20 cents per listing, and since it's a well-known platform, you can find tons of YouTube tutorials on how to set up a shop.

Known for Personalization: Etsy is recognized as the platform for personalized, handmade items.

The Cons

Fees: Let me give you a real example. I had a customer purchase a product for $50.93. Out of that, Etsy took $8.52, leaving me with $42.41. And that's not even all profit, I still have material costs and machine time to factor in.

If that one product sold 300 times, Etsy would take over $2,500 in fees. It's something to think about.

Crowded Marketplace: If you have a laser engraver like me, they say it's oversaturated. Selling nursery decor? Oversaturated. Wedding market? Oversaturated.

Side note: Being in a competitive area isn't necessarily bad. It means there's traffic and people are buying in that space. You just need to figure out your unique angle.

Less Brand Control: People will say "I bought this on Etsy," not "I bought this from [Your Business Name]." Usually, no one remembers the seller – just that it was sold on Etsy.

When Etsy Makes Sense

I think Etsy is a great platform to test on and validate your ideas. It's also great if you want quicker visibility.

Point Two: The Case for Your Own Website

The Pros

Brand Control: Your website is like someone walking into a brick-and-mortar boutique. You control the entire experience and can really hone in on your brand vibe.

Data Collection: This is huge. On Etsy, I can't see which states buy the most from me. On my website, I can see exactly that. Why is this important? If I want to run ads, I know Florida and Texas usually buy a lot from me, so I can test ads in those markets first.

I can see:

• What products people click on most
• Where customers are coming from
• How long does it take someone to purchase
• How people find me on Google

This data helps you make informed decisions instead of guessing.

Customer Relationships: You can automate emails and build real relationships. With Etsy, you have to email customers one by one.

Scaling Potential: Etsy is like building a business on borrowed real estate. I've seen people with hundreds of thousands of sales get their shops closed for reasons that didn't make sense. With your own website, you don't have to worry about that.

Long-term Brand Building: People can say "I purchased this from [Your Business]" instead of "I bought this on Etsy." Word of mouth grows your specific brand.

The Cons

You Have to Drive Traffic: This is the biggest challenge. You have to build trust from scratch, especially when you're just starting with no reviews.

Point Three: The Hidden Factor – Strategy

Here's the truth that changes everything: You're going to need the same strategies regardless of which platform you choose.

Keywords Are Essential for Any Faith-Based Business

Whether you're on Etsy or your own website, you need keywords so people can find your faith-based handmade business. Etsy operates as a search engine algorithm – people search for "baptism gifts," "Christian gift baskets," "faith-inspired decor," or "bridal gifts."

It's no different than someone searching on Google or Pinterest. Keywords are like the vehicle that takes your customers from point A (their problem) to point B (your solution).

Traffic is Required for Both

Some of the biggest faith-based businesses on Etsy are driving external traffic to their stores. Don't let anyone tell you it's just "set up your shop and people come." If you want consistent sales for your handmade business, it takes being consistent with traffic generation.

Trust Building is Universal

Regardless of platform, you need:

• Good photos
• Clear descriptions
• Consistent branding
• Reviews (social proof)

You're doing the same amount of work either way. That's why strategy matters more than platform.

My Recommendation: Pick One and Commit

I suggest starting with just one platform and giving it six months. But here's the key – don't just start a shop or website and call it a day. You need an actual strategy for how you'll consistently drive traffic.

Maybe you'll:

• Do YouTube videos showing how your products are made
• Show packaging processes
• Use Pinterest consistently (my personal favorite)
• Focus on Instagram or TikTok content

The platform doesn't matter if you haven't mastered your strategy.

Stop Chasing the Perfect Platform

Entrepreneurship isn't about chasing the perfect platform. If you're an overthinker like me, you can get caught in analysis paralysis, weighing decisions without making any movement.

The best way to collect data is to decide. Give yourself six months, implement a consistent strategy, and if it's not working, then reassess.

Your Action Steps

Right now, I want you to identify one major pain point in your faith-based handmade business – something that, if you fixed it, would help you see consistent revenue and scale up.

Write it down.

Some possibilities:

• Not enough traffic
• Traffic that doesn't convert to sales
• Need better photos
• Need more reviews
• Unclear target audience

Now pray over it. Fast over it. Surrender it to God and ask for direction on the strategy, not just the platform.

Take that one pain point and work on it for the rest of the month. Don't try to fix everything – just focus on that one thing that would make the biggest difference.

The Bottom Line

Etsy does not equal easy. Your website doesn't equal hard.

Both require strategy. Channel your energy into developing a sustainable approach that aligns with how much time and energy you realistically have.

Ask yourself:

• How many orders can I handle per month without burning out?
• Where do I have time and energy to focus?
• What am I comfortable with, and where can I push my comfort zone?
• What am I most proud of in my products that I can showcase?

Business is testing. Test your chosen platform with a real strategy for six months. Don't abandon it before giving your strategy time to work.

What strategy aligns best with me that will allow me to build a sustainable faith-based business and bring in income consistently for my handmade products?

Remember, when people buy handmade, faith-inspired products, they want a personal touch and connection to the maker's story. That's where we can shine as Christian entrepreneurs and small business owners – providing something the big brands can't: authentic faith and heart behind every product.

Ready to Drive Traffic to Your Faith-Based Handmade Business?

No matter which platform you choose for your faith-based business ideas, you'll need a solid traffic strategy. That's why I created a comprehensive Pinterest guide specifically for Christian entrepreneurs and handmade business owners who want to drive consistent traffic without spending hours on social media.

[Download my free Pinterest guide → here].

This step-by-step guide includes screenshots and walks you through everything you need to set up Pinterest as a powerful traffic driver for your handmade business – whether you're on Etsy, your own website, or exploring other faith-based business ideas.

Pinterest has been a game-changer for my faith-based handmade business. I still get engagement on pins I created five years ago! Besides YouTube, I don't know any other platform where content has that kind of longevity.

Stop overthinking the platform and start focusing on strategy. Your faith-based business breakthrough is waiting on the other side of consistent action and trusting God's plan for your entrepreneurial journey.

Be blessed, and remember – nothing is hard for our God. He knows your ideal customers and exactly how to reach them. Listen to the Let's Get Unsexy Podcast here.